Critical Resources for Advertisers

Guidance in a Pandemic Environment

TVB is providing essential resources on marketing, media and managing teams to help advertisers in a pandemic environment. Please contact us directly with questions and suggestions on material you would find valuable. We will be adding additional articles, research and useful information in the coming weeks. We hope you, your families and your teams stay well.

Research | Business Guidance | Managing Teams | Essential Articles


Holiday Shopping 2020 Insights

 

Research 

TVB Study: 2021 Purchase Funnel
TVB commissioned GfK to conduct this study. The 2021 Purchase Funnel Study identifies the importance of media platforms in influencing consumers during the purchase decision process. While this study recognizes the role of a variety of different media platforms, it does confirm that television remains the most important influence by far, through all stages of the purchase decision process.

TVB Study: 2021 Media Comparisons
Conducted by GfK and commissioned by TVB, this study is a key industry resource for multi-media usage and effectiveness. It explores the ways individuals consume media – both traditional and digital. It compares reach, time spent, where people get their daily news from, and which sources they feel are most trustworthy.

Moving Forward in a COVID-19 World: Local TV is Key
As our economic re-growth begins, flexibility, impact, and the right partners are critical to providing timely, geographically targeted messages that reach consumers quickly in a trusted environment. To assist in evaluating how local broadcast TV can help with messaging, TVB has put together an analysis on how and why local broadcast TV remains the go-to source for advertisers, and how both local and national advertisers can build on TV stations’ trusted relationships with local consumers.

Local News Beats Tent-Pole Programs
In response to COVID-19, Americans have relied on news outlets more than ever. TVB’s analysis compares tent-pole TV programs and popular events with the 6pm local news impressions during the third week of March ’20. It shows that even these TV specials can’t compete with the power of local broadcast news and its ability to reach audiences.

Moving Forward: States Open For Business
As the country prepares to move forward with a phased opening by state and region, TVB will be providing a weekly update of the status of U.S. states.

TVB Analysis: Broadcast TV Delivers Online Shoppers
TVB, with research from Dynata, GfK, and Data Plus Math, analyzed consumers and found that local broadcast TV is essential for providing them with the latest necessary information on COVID-19, and for reaching online shoppers during a time when online shopping is the only option for many.

TVB Study: 2020 Coronavirus Media Usage Study
TVB commissioned Dynata to conduct a study during this unprecedented time to determine the pandemic’s impact on people’s attitudes toward media and consumption of media. The study, fielded April 1-7, 2020, was comprised of over 10,000+ adults, 18 years and older, across 10 states: California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, and Washington.

TVB Analysis: Broadcast TV Viewership During Coronavirus
TVB analyzed TV viewership for the 4 weeks of March 2020, comparing them to the same time in 2019. Among key demos and dayparts, there has been a strong increase in broadcast TV viewing. Notably, adults 18-34 dramatically increased TV viewing, especially of local news.

Nielsen: Perspectives on Covid-19
Learn what’s next for consumers, marketers and measurement.

Comscore: Coronavirus Insights Hub
As the global novel Coronavirus crisis grows, consumers are making significant changes to the way they interact with content and advertising across platforms. Comscore is providing ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries.

MRI Covid-19 Consumer Insights Study
The MRI-Simmons COVID-19 study explores consumer attitudes and behavior related to the pandemic, and reveals two consumer segments that have emerged as a result of the crisis. Slides 11 and 12 highlight viewers’ preference and time spent with local broadcast TV news.

Understanding U.S. Voter Sentiment during the Coronavirus Pandemic
This chart from Resonate’s study highlights voters’ primary source for news; local TV leads over other media choices.

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Business Guidance

TVB Fact Pack: Local Leads the Way during COVID-19 Economic Recovery
City by city, state by state and region by region, consumer engagement will return to national levels over the next weeks and months. As our economic re-growth begins, national advertisers can build on TV stations’ trusted relationships with local consumers. To assist in evaluating how local broadcast TV can help with your national brands’ messaging, TVB has created a fact pack of research and resources.

ANA: How Local Will Lead the Way Out of the Crisis
TVB CEO, Steve Lanzano, contributed this blog to the ANA Marketing Maestros resource: “Marketers, as you assess media strategies and ad spend at this difficult time, remember that community by community, market by market and region by region, local TV can deliver impact and keep you top of mind as our national economy gets back on its feet.”

White Paper: How Brands Should Respond during the Covid-19 Crisis
Building off learnings from previous crises and examining what we have already learned from the COVID-19 threat, this paper from Mower Insights provides guidance on how marketers should address three critical areas of concern: 1. Investing for the future; 2. Finding your voice; and 3. Spending to the shifting media habits.

ANA Member Response to C-19
Relief, response and redeployment efforts from ANA members.

ANA Publishes Guide To Legal Challenges Facing Marketers During Pandemic
The guide covers topics such as: Contractual Issues; Sponsorship and Events; Endorsements; Agency Contracts; and more.

Harvard Business Review: How to Market in a Downturn
This brief from The Harvard Business Review details critical steps advertisers should consider in an economic downturn. Companies that put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand are more likely than others to flourish.

Bloomberg: DIY TV Ads Keep Candidates Connected With Voters Stuck at Home
To get on air without violating coronavirus restrictions, campaigns are getting creative, with many shooting at-home videos. With people stuck at home, TV viewership up, and in-person campaigning sidelined, it’s more important than ever for candidates in competitive primaries or battleground races to be on TV.

COVID-19 Small Business Guidance & Loan Resources
Coronavirus funding options, guidance for businesses and employers, local assistance and resources from the Small Business Association.

US States’ Small Business Support Amid the Coronavirus Pandemic
Each state is ranked based on the help they’ve given and are continuing to give to small businesses during the pandemic. Scores depend on the number of loans that have been or are still available, the allocation of federal funding, and their regulations (e.g. extending businesses tax deadlines). Resource from Best Accounting Software.

A Regularly Updated List Tracking Marketers’ Response to Coronavirus
The rapidly spreading coronavirus is causing major disruption for marketers, forcing unprecedented action, including mandating employees work from home, closing offices, stopping agency reviews and tweaking or stopping certain advertising. From AdAge, here are some of the latest actions that major marketers are taking.

DiGennaro Communications: Covid-19 Market Intelligence Report
Curated content, insights and analysis for marketers, including: press highlights, media insights and analysis, industry events, and more.

 

 

Managing Teams During Crisis

Advice on leadership, communication and action during the coronavirus outbreak. Learn More

 

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Essential Articles


Retail demand for new automobiles in October reached a seasonally adjusted, annualized selling rate of 14.8 million in October, according to an estimate by Morgan Stanley Research. That is the retail SAAR’s highest level since September 2018, when it reached 15.5 million vehicles.
According to Nielsen, while consumers 55 and older do watch the most news, younger generations are driving the growth of news consumption. In fact, consumers 18-34 increased their total news consumption by 134% between 2019 and 2020. And what’s more, news viewers are growing increasingly diverse, with Hispanic, Black and Asian viewers driving significant gains over the past two years.
As the multichannel era of TV continues to expand, Cadent’s Future of TV summit brought together experts from agencies, brands and publishers to discuss how TV has evolved and how their industries are approaching this constantly changing medium.
As proven in the Q3 earnings reports released in the first week of November, political ad spending is beyond expectations. New Kagan research indicates that the biggest political markets for broadcast TV were Phoenix and Florida.
The latest topline data on Americans’ feelings about COVID-19 from the CivicScience database finds 68% would be comfortable going back to work within a month (up 2% from last week). And more than half of the respondents (58%) feel comfortable shopping in non-grocery stores now.
The Covid-19 pandemic has abruptly altered consumers’ behaviors and attitudes, upending brands’ marketing strategies and plans. Avidan Strategies discusses five central disruptive shifts that would influence consumers’ attitudes and behaviors, post pandemic.
Kantar/CMAG estimated in July that campaigns would lay out more than $7B across national and local TV, radio, Google and Facebook in 2020, “and I’m pretty sure it’s going to turn out to be more than what we projected,” says Kantar’s Passwaiter “The vast majority of it continues to go to local.”
Six in ten holiday shoppers say that the pandemic will impact their shopping plans this year and TV commercials are the top way consumers discover holiday shopping deals, TVB’s 2020 holiday analysis finds. During the pandemic, television was the No. 1 reach platform. Local broadcast TV news was the No. 1 trusted source, while its websites/apps were the highest trusted digital source.
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